Co-creation in branding is gaining momentum. This study contributes to the branding
literature by combining a systematic search and a critical review of 148 articles focusing on …

The use of the internet and social media have changed consumer behavior and the ways in
which companies conduct their business. Social and digital marketing offers significant …

Innovation is attracting increasing attention from public authorities, enterprises, and
academics. Although emerging evidence has indicated that marketing innovation should be …

The use of Twitter for innovation in business markets | Emerald Insight Books and journals
Case studies Expert Briefings Open Access Publish with us Advanced search The use of …

The contemporary world is witnessing a rapid surge in technological adaption and
integration. The internet and digital innovations have paved the way for more flexible …

Social news sites have enabled news identification and its promotion through
crowdsourcing and provided users with the capabilities to discuss topics. Compared to …

In recent decades, the substitution of corporate brand names has been spurred by mergers,
acquisitions, and corporate spin-offs. When a business unit is divested, brand equity must be …

To overcome the current trust crisis of companies and other institutions like governments,
NGOs, and the media, we offer a new Human-to-Human (H2H) Marketing model. H2H …

Due to mobile applications have become popular in marketing activities, many retail
businesses have begun to launch their Augmented Reality (AR) applications. The …

Social media platforms have in the last decade been widely used in the workplace. Although
many organizations use multiple social media platforms for different purposes, recent …